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Comunicar Journal 52: The Social Brain and Connective Intelligence (Vol. 25 - 2017)
Neuroscience for content innovation on European public service broadcasters
Verónica Crespo-Pereira
Valentín-Alejandro Martínez-Fernández
Francisco Campos-Freire
The new media landscape is characterized by the fragmentation and disaffection of the audience towards The new media landscape is characterized by the fragmentation and disaffection of the audience towards traditional television. Such a context requires innovative strategies to meet the needs of the public and connect with it. This article analyses the ability of Neuroscience to optimize the production of content adapted to audiences. For this purpose, a review of management and economic reports and corporate websites of the European public broadcasters (N=100) was carried out, as well as the evolution of the audience in the period 2010-15. Also, an exploratory analysis and in-depth interviews with open and closed questionnaires was undertaken. The data collect the opinion of neuroscientific experts, Neuromarketing consultants, academics and professionals in European public television (N=22) on the usefulness and introduction of this science for audience research, its possible application in programming, and the role of Neuroeducation in the design of educational programmes. The findings determine that almost a dozen public service media in Europe are already applying audiovisual Neuromarketing as an incipient and innovative tool to test entertainment programmes, commercial spaces and competitiveness improvement strategies. However, it has not been implemented in educational content, which is a core mission of public broadcasters.
Keywords
Neuroscience, audiovisual Neuromarketing, Neuroeducation, television, audience, public service, educational content, entertainment